Formative| Marketing & Communications Director

AboutFormative

At Formative, we believe in moving with purpose. We bring together four award-winning fitness brands, Wellfit, FitnGlam, FitCode and The Platform Studios, to help people train harder, recover better and stay stronger for longer.

From premium superclubs and luxury women’s spaces to boutique studios, our clubs combine expert coaches, innovative technology and a wide range of fitness experiences. Every one is designed so that members feel motivated, supported and part of a community.

Behind every great member experience is a passionate team. As Formative grows across the UAE and beyond, we’re looking for people who share our energy, ambition and commitment to helping others lead happier, healthier lives.

Join Formative and be part of a team that’s shaping the future of fitness and wellbeing.

Role Purpose:

The Marketing & Communications Director - Fitness and Wellness is responsible for defining and executing the marketing and communications strategy for Arada’s health, fitness and wellbeing portfolio. This includes Formative, Arada’s fitness platform which operates multiple brands including Wellfit, Fitcode, FitnGlam and Platform.

The role will drive brand growth, member acquisition, retention and community engagement across Arada’s fitness and wellness ecosystem while ensuring alignment with the broader Arada Group Marketing Engine.

Key Responsibilities:

Brand & Cultural Positioning

Lead the development of distinctive lifestyle brands that resonate with modern wellness and fitness audiences. Responsibilities include:

• Defining brand positioning and narrative for Formative
• Developing compelling storytelling across campaigns, content and experiences.
• Establishing both brands as cultural leaders within the regional fitness and wellness ecosystem.
• Building strong digital and social media presence that reflects the lifestyle and community around the brands.
• Leading PR and media engagement to position Arada’s wellness platforms as category leaders.

Membership & Community Growth

Drive membership acquisition, retention and community participation across all platforms. Responsibilities include:

• Developing strategies that accelerate membership growth and retention.
• Designing lifecycle marketing programmes across acquisition, onboarding, engagement and renewal.
• Leading CRM, loyalty and member engagement strategies.
• Building brand communities through programming, partnerships and digital platforms.
• Working closely with operations teams to optimise membership models, pricing and packages.

Experience & Ecosystem

Create an integrated wellness ecosystem that combines physical experiences, digital platforms and brand partnerships. Responsibilities include:

• Supporting the development of holistic wellness experiences across fitness, recovery, nutrition and wellbeing.
• Leading marketing strategies for new services, programmes and product offerings.
• Building partnerships with wellness brands, fitness experts and health innovators.
• Supporting the expansion of Formative across new locations and communities.
• Ensuring the member journey reflects a premium, community-driven lifestyle experience.

Functional Excellence

• Leading integrated marketing campaigns across brand, digital, social, PR and partnerships.
• Working with the Group Marketing Engine to deliver performance marketing and data-driven growth.
• Leveraging CRM and data platforms to drive personalisation and retention.
• Monitoring marketing performance across membership growth, engagement, revenue contribution and brand awareness.

Requirements

• 12-15+ years in marketing leadership roles within fitness, wellness, lifestyle or hospitality brands.
• Experience marketing membership-driven or community-based businesses.
• Proven success in brand building and customer acquisition.
• Strong understanding of digital platforms, CRM and lifestyle marketing.
• Experience launching and scaling consumer lifestyle brands.

Using GenAI in Your Application Process

To support a fair and consistent experience for all candidates, we ask that assessments and interviews are completed independently and without assistance from generative AI tools. This ensures we understand your strengths, your thinking, and how you approach real situations.

Why join Arada?

At Arada, you'll have the opportunity to contribute to projects that transform communities while working alongside talented professionals in a culture that values innovation, collaboration and continuous growth. We are committed to creating an inclusive workplace where everyone has the opportunity to thrive and make a meaningful impact.

Equal Opportunity Statement

Arada is committed to creating a diverse and inclusive workplace. We welcome applications from all qualified individuals and make employment decisions based on merit, experience and business needs.